Building a World-ClassAccount Based Sales Development

Team

Brought to you by

Your Speakers

Danilo NikolichHead of Account Development

Engagio

Jon MillerCEO and Co-

FounderEngagio

Brian Lipp (host)VP of Sales

Sales for Life

• Yes, we are recording this webinar

• Yes, you will receive a copy of the slides

• Yes, we are happy to answer your questions

• Yes, there is an hashtag: #ABSD

Housekeeping

Agenda

TechnologyABSD Metrics

People and Process

The New Sales

Development

For a deep dive on these topics review “The Clear & Complete Guide to Account Based Sales

Development”

The New Sales Development

Inbound vs Outbound

Nets Spears

7

Account Centric Thinking

Rise of Account Based Sales

Development

“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO

Account Based Sales DevelopmentA coordinated strategy that combines personalized, multi-channel, multi-threaded, outbound activities to create high-value opportunities in new and existing customers

• It’s targeted – aimed at selected, named accounts, not huge, undifferentiated lists

• It’s personalized – based on relevant, crafted conversations instead of standard, one-size- fits-all scripts

• It’s researched – driven by systematic insight generation (not two minutes on LinkedIn)

• It’s multi-channel – maximizing reach by using all channels, not massive spamming campaigns

• It’s integrated – a coordinated effort supported by marketing – not another silo

• It’s patient – with less emphasis on short-term calls-to-action such as demos and more on high-value engagements such as meetingsto share insights or trends

How ABSD is Different

CFO to CEO: “What happens if we invest in our people and they leave”

CEO to CFO: “What happens if we don’t and they stay?!”

People and Process

Sales Spam = Opt out, tune out, toss out

“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”

– Craig Rosenberg

20

What is a Play?

CEODirector, Marketing

Our Team

VP, Sales

VP, Sales

Their Team

The Play

CEO

VP, Marketing

SDR

Jennie, research the account and call Bert

Ray, approve an email to Fozzie

Jon, approve an email to Abby

Becca, send a coffee to Elmo if no one

responds

can send on behalf of…

SDR

SDR customizes and drives play

AE

Building and Managing the Team

23

Execution – Is your team commoditized?• Prep – Week/Day/Account• Follow up process• Number of touches• Weekly: Multiple check-ins on progress

against goals

Process

BANT• Budget• Authority• Need• Timing

Qualification

AN

• Authority• Need

There’s a project in the next six months

(42% opportunities)

A Meeting with the right person at the right company(38% intro meetings; 18% semi-

qualified)

Other factors include: market maturity, company stage, product/sales process

complexity

25

Structure - Areas to Consider• Lead centric vs. Account centric• SDR to AE ratio• Goals and performance management• Compensation

Process

26

• ABR – Don’t Post and Pray! HUNT!– Tell everybody– Employee Ambassadors– Open houses– LinkedIn – Use your commute for

Informational calls

Recruiting

27

• How much does experience matter?• SDRs with “Active” LinkedIn profiles• SDRs working for larger Orgs• Sales reps in other industries

Background

28

• Research on company and role• Why are they interested?• Product pitch• Call structure

Phone Screen

29

• Coachability • Knowledge retention • Team player • Ask what questions they have

Interview

30

• Ask the candidate for writing samples• Sales Assessments (ex: sales drive)

Assessment

31

• Before you send the offer• Set clear expectations

Gain Commitment

Engagio New HireClassroom training - 1 week Ask questions and take notesCall shadowing Coordinate with SDRs and summarize learningsFirst month Pass new hire certificationSecond Month Hit new hire ramp

32

• SDR Playbook/ Call shadowing – Week 1-3• New Hire certification/ Joint calling with Manager –

Week 4• “Buddy program” • Ongoing coaching

Onboarding

33

• “The Market” – Marketing/Sales automation space• Lead vs. Account Based Marketing/SDR approach• Product overview (L2A, Analytics, PlayMaker)• Personas – messaging/call guides/writing emails• Research/Prep – prior to outreach• Outreach – getting organized/time management• Competition• Overcoming Objections• Qualification• Tech Stack• Processes: SFDC/Engagio• Goals/Expectations• Links

Onboarding Agenda

New Metrics to Measure ABSD

35

ABSD metrics are different• They track accounts not leads (MQAs not MQLs) • They focus on quality not quantity • They track impact and influence more than try to

apportion ‘credit’ (the ABE world is much more of a team effort)– Engagement and minutes

Metrics

36

Engagement Minutes

37

Pull your head out of your process• Account selection and penetration

– Measure the conversion ratio to meetings • Multi-player • Team Selling• Research• Outbound process

Metrics

Technology for ABSD

Data Vendors Predictive

Who: Selection What: PersonalizationInsight

Where: InteractionAds

Infrastructure Lead to Account match

(L2a);Routing; ABM Analytics

Website

Orchestration

Direct / Physical

Events

Human Email Phone / Dialer Social

Other

Intent & Technographic

s

AttributionCRMAccount

Planning

Synchronize Interactions into coordinated Plays

Complementary

Content Customization

engagio.com/Guide

Get your free copy today!

The Clear and Complete Guide to Account Based

Sales Development

• Account Based Sales Development is today’s most effective Account-Based tactic

• Sales development should not be robo-spam – have personalized, relevant conversations

• Hope is not a strategy – to embrace ABSD you need to invest in your people

• Don’t field a team of 11 wide receivers – to move ball down the field you need players in multiple positions (ABSD is a team sport)

• Measure engagement and quality, not just activity and meeting / opps

Top Tweetable Takeaways

@jonmillerin/danilonikolich